Case Study:
Building Sales with Downstream Customers
CLIENT
A kitchen and bath surface manufacturer which sells their product through fabricators, wholesale distributors, and specifiers, to contractors, designers and residential consumers.
THE CHALLENGE
How to grow sales and market share with downstream customers who buy through distribution?
KEY RESULTS
Excellent sales growth of 72%
vs the previous year.
BACKGROUND
Our client, a Korea-based conglomerate, manufactures kitchen and bath surfaces. It has multiple brands and products in the market and enjoys a top five ranking in this industry in the US.
Our client’s goal was to gain market share, sales and awareness of their brands and products by differentiating themselves from its competitors. They were the first in the industry to introduce a loyalty program.
The reward program launched across the U.S. and was regarded as a key means to build sales among existing customers, while capturing sales from customers who previously bought from competitive manufacturers.
STRATEGY & IMPLEMENTATION
Lift & Shift's proprietary Distributor Data Direct™ (DDD) platform was utilized with this client, enabling them to partner with their distributors to influence and reward downstream customers in several channels. Our client's distributors shared their sales data with Lift & Shift so that customers were able to earn rewards without the hassle of submitting claims; all they had to do was purchase our client's products from a participating distributor.
Customers who did not buy from a participating distributor could easily submit a reward claim on eligible purchases by way of a user-friendly claim submission module included in the program website.
Lift & Shift's processing arm then aggregated all distributor purchasing data and applied our client's various reward rules in order to determine the value of the rewards earned by each customer. We then provided full reporting to each distributor and our client. The DDD platform was pivotal in ensuring maximum ease of participation for customers, optimizing program appeal, engagement, and sales impact.
Like most of Lift & Shift’s clients, our client’s bonus offers were highly successful at generating time-sensitive sales behind specific brands, new product launches, seasonal promotions and activities, etc.
RESULTS
Our client quickly and efficiently built sales and market share with downstream customers using Lift & Shift's proprietary Distributor Data Direct platform.
Tremendous Sales Gains
Year-over-year sales growth was 72% among reward-earners vs 14% for non-participants.
Sales Pay for Program Costs
The program drove over $5 million in customer sales vs reward costs of only $52,000.
Substantial ROI
Program ROI of over $95 for every $1 in rewards earned by participating customers.